My favorite is the following one. (big H/T to Rob Campbell for this one)

As Rob raves about this ad in his post, let's look at it; even if you're not a skier, that photo makes you feel 'in the action'. Literally in it.

You can feel the snow, the cold, the speed of the world rushing past you.

Then there's that line, 'Be A Hero'.

Now compare these GoPro ads to this one from Garmin for the same product category.

Or this one from Nikon.

These are all camera brands trying their hand at the 'live action category"'.

But seeing these, you could say that Garmin and Nikon have failed to understand a crucial distinction between a camera in the 'live action category' and that from the photographic category. Sure, they both involve a lens to capture the action, but fundamentally the rules, values and the culture around these categories are very different.

Thanks to the brilliant sound design, you feel the jungle cruising by you and the night looming over you.

The car almost becomes your sensory vehicle for this experience.

Now, if you look at them all, don't these great ads have one thing in common?

The Insight

Don Draper's 'Pass the Heinz' creatives or GoPro's ads or The New Range Rover Velar ad stand out because their executions are not about conforming to any of their respective 'category codes' but are about staying true to their respective 'contextual codes'.

That's perhaps why you don't need to show the bottle.

As Don Draper said in his Heinz pitch:

"The greatest thing you have working for you is not the photo you take or the picture you paint. It's the imagination of a consumer. They have no budget, they have no time limit. And if you can get into that space, your ad can run all day."